Services Marketing: An Innovative Approach
Abstract
This scientific article highlights the peculiarities and modern problems of service marketing. In modern global economic processes, directions for using the SERVQUAL model, which expresses the customer’s satisfaction or dissatisfaction with the quality of service in the process of service consumption, and the gaps of this model have been studied. In addition, directions for using the “7P” model to modernize service marketing have been studied.
Keywords
Full Text:
PDFReferences
Bloom, P.N., & Perry, V.G. Retailer power and supplier welfare: The case of Wal–Mart. Journal of Retailing, 77(3), – p. 379, 2001.
Gabriel Sperandio Milan, Luiz Antonio Slongo, Luciene Eberle, Deonir De Toni, Suélen Bebber, “Determinants of customer loyalty: a study with customers of a Brazilian bank”, Benchmarking: An International Journal, Vol. 25 Issue: 9, pp. 3935–3950, 2018. https://doi.org/10.1108/BIJ-08-2017-0231.
Barbara R. Lewis, “Quality in the Service Sector: A Review”, International Journal of Bank Marketing, Vol. 7, Issue: 5, pp. 4–12, 1989.
Gordon E. Greenley, “An Understanding of Marketing Strategy”, European Journal of Marketing, Vol. 18, Issue: 6/7, pp. 90–103, 1984.
Chetty, Raj, Hendren, Nathaniel, Kline, Patrick, & Saez, Emmanuel, “Where Is the Land of Opportunity? The Geography of Intergenerational Mobility in the United States,” Quarterly Journal of Economics, 129 (4), 2014.
Mitchell M. Tseng, Ma Qinhai, Chuan Jun Su, “Mapping customers’ service experience for operations improvement”, Business Process Management Journal, Vol. 5, Issue: 1, pp. 50–64, 1999. https://doi.org/10.1108/1463715991024912.
Christian Gronroos, “Marketing services: the case of a missing product”, Journal of Business & Industrial Marketing, Vol. 13 Issue: 4/5, pp. 322–338, 1998.
Patrick Hartmann, Vanessa Apaolaza Ibáñez, F. Javier Forcada Sainz, “Green branding effects on attitude: functional versus emotional positioning strategies”, Marketing Intelligence & Planning, Vol. 23, Issue: 1, pp. 9–29, 2005.
Michael John Valos, Fatemeh Haji Habibi, Riza Casidy, Carl Barrie Driesener, Vanya Louise Maplestone, “Exploring the integration of social media within integrated marketing communication frameworks: Perspectives of services marketers”, Marketing Intelligence & Planning, Vol. 34 Issue: 1, pp. 19–40, 2016.
Crane, A., & Desmond, J. Societal marketing and morality. European Journal of Marketing, 36(5/6), pp. 548–560, 2002.
Day, G., & Montgomery, D. Charting new directions for marketing. Journal of Marketing. Vol 63. pp. 3–13, 1999.
Debra Zahay, Abbie Griffin, “Marketing strategy selection, marketing metrics, and firm performance”, Journal of Business & Industrial Marketing, Vol. 25 Issue: 2, pp. 84–93, 2010. https://doi.org/10.1108/08858621011017714.
Parasuraman, A., Zeithaml, V. A., Berry, L. L. SERVQUAL: A multiple item scale for measuring consumer perception of service quality. Journal of Retailing, 64 (1), pp. 12–37. 1988.
Ladhari, R. Alternative measures of service quality–A review. Managing Service Quality, 18 (1), pp. 65–86, 2008.
Cronin, J., Taylor, S. Measuring service quality: A re–examination and extension. Journal of Marketing, 56(3), pp. 55–68, 1992.
SERVQUAL Model of Service Quality explained. https://www.toolshero.com/qua lity-management/servqual-model/.
Kevin E. Voss, Mayoor Mohan. Corporate brand effects in brand alliances. Journal of Business Research Vol. 69, Issue. 10, pp. 4177–4184, 2016.
Hole, Yogesh & Pawar, Snehal & Bhaskar, Mahesh. Service marketing and quality strategies. Periodicals of Engineering and Natural Sciences. (6), pp. 182–196, 2018.
DOI: http://dx.doi.org/10.18415/ijmmu.v11i3.5663
Refbacks
- There are currently no refbacks.
Copyright (c) 2024 International Journal of Multicultural and Multireligious Understanding
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
https://ijmmu.com
editor@ijmmu.com
facebook.com/ijmmu
Copyright © 2014-2018 IJMMU. All rights reserved.